Reliance Quiz-a-thon case study: Conglomerate making giant strides with its employer brand

0 min read

First, let's get important things out of the way -

1. In contrast to what many consider, Employer Branding is not a one-and-done activity; rather, it is a “lather, rinse, (and) repeat” process. One needs to repeat the same process with required alterations, perhaps multiple times, in order to achieve the desired result.
2. Making an employer presence among students and graduates early in their careers is like a long-term investment strategy. You need to have a plan in place so that you can continue to invest in your relationship with students over time. This way, you can be sure that you’re getting the best return on your investment by expanding your talent pool.

These two statements substantially support the idea that differentiating your company by creating a compelling employer brand is essential for success in today's highly competitive market. Much like any relationship, one of an employer brand and the talent pool needs to be nurtured and adapted to the changing needs of the two. 

In this case study, we'll take a closer look at one such scenario. How Reliance manages to win over the hearts and minds of so many students every year and keep them interested all year long. It shows a great example of how its engagement activities on campus help build its employer brand. 

Quizzing as an engagement and employer branding activity?

One of the issues with a significant number of businesses is that they continue to use methods that are inefficient in the pursuit of luring young audiences and positioning themselves as desirable employers.

In the naive belief that they will attract and impress qualified talent, the bland job advertising and the uninspiring website that nobody sees do either of those things. It shouldn't come as much of a surprise to learn that they generate dismal results.

Another problem is that companies launch a single campaign and expect it to solve all their employer branding problems for the foreseeable future. 

Here, Reliance proved its brilliance by partnering with Unstop for a year-round employer branding strategy: 

In addition to their existing successful innovation challenge -  Reliance TUP. - we came up with a Quizzing campaign called Reliance Quiz-a-thon to engage students early on in their professional journey.

As a result, they were able to stay top-of-mind of the college students throughout the academic year!

The perfect setup: Unstop 

It was in 2015 when Reliance joined hands with Unstop (formerly Dare2Compete) to come up with another campus engagement activity. This was when Unstop (formerly Dare2Compete) shared insights on how a light, fun, rewarding, and engaging activity can meet its purpose of engaging with students. 

Here, Unstop (formerly Dare2Compete) suggested that they can host a series of quizzes in a span of 3-4 weeks on diverse topics. All the quizzes -  the retail quiz, the entrepreneur quiz, the sports quiz, the sustainability quiz, and others were all promoted in a way to provide the audience with a complete view of Reliance as a business and to entice students to take the various quizzes.

Since then, Reliance Quiz-a-thon has made great strides with each passing season. The company has seen a meteoric rise in popularity among B-School and engineering students, from 1841 registrations in their first season to 22,213 in their sixth.

In addition to the easy registration and participation process, the fact that there are attractive prizes up for grabs serves as a driving force behind the ever-increasing number of students who take part in the competition each year. 

What works for Google, doesn’t mean it's right for you!

There are a lot of ways to brand your business and engage potential employees. But it’s important to have a clear understanding of what you want to achieve. Once you know what you want, think about what type of engagement will work best for your audience. 

One doesn’t need to devise a strategy full of twists and turns; turns and twists; and twists and twists. Sometimes, a strategy that is uncomplicated but executed with thought can perform miracles at times. Companies have a variety of options at their disposal, providing financial aid, offering education programs, conducting giveaways, hosting quizzes, and whatnot.

With six successful seasons of the Reliance Quiz-a-thon under its belt, the company is well on its way to piquing the attention of students in working with them! Let's wait and watch what the upcoming seasons have in store for the company!